In 2016, Fresh and Smokefree Yorkshire and Humber pooled forces to adapt and implement an evidence based quit smoking campaign aimed at raising smokers' awareness of the links between smoking and 16 types of cancer, and trig-ger quit attempts, reaching millions of people.
This is now thought to have been among the most successful quit campaigns to have ever been run in England in terms of awareness, attitudes and actions taken. It builds on the strong existing evidence as to why campaigns are a vital part of efforts to reduce smoking.
Supported by Cancer Research UK and the Northern England Cancer Network, Quit 16 was adapted cost-effectively from a campaign which had already run and evaluated successfully in Australia, and which smokers in Northern England said they found highly impactful. It resulted in large numbers of smokers taking action across two regions with some of the worst health inequalities.